In the Public Eye

Publicity is a proven technique for building your business.

By Martin R. Baird

Most people arent publicity seekers, but agents and
advisors who are serious about growing their practices should try this
time-tested method for marketing themselves. Generating publicity about
your business is a relatively easy and inexpensive way to get the word
out to thousands of prospective clients.

Media relationsspecifically getting your name into newspaper
and magazine stories and on radio and televisionis a great way to strengthen
your credibility with existing clients and prospects, and that can translate
into new business. Existing clients will feel even more comfortable with
you because of your media exposure and will continue to give you business.
And when potential clients repeatedly see your name or company in the
media, they come to realize that you are a tried-and-true professional
and will remember you when they need the services you offer.

Media coverage helps you build your business because
it isnt advertising, and people know it. Theyre savvy enough
to realize you had to be deemed worthy by editors and reporters to get
yourself the publicity. Customers and prospects want to do business with
someone they respect and trust, and your publicity will create a level
of comfort they will find quite attractive.

When you introduce a new product or service, bring it to
the medias attention. If theres breaking news about the industry
and you have a point of view thats newsworthyand that clients
and prospects would appreciate knowingcontact the media and share it.
Become a media source. The media is in the business of informing people,
and you can help them do their job.

Successful media relations will generate a collection
of newspaper and magazine clippings you can leverage into a powerful
marketing tool.

At the same time, you generate an awareness of you and your
company that money cant buy.

If you have the talent, write and mail press releases,
send out story ideas and pick up the phone and do interviews. If not,
take it to the next level, hire a public relations professional to write
releases and arrange interviews for you. With all the economic furor now
going on, this is a great time to throw your hat into the media ring.

Generating media-friendly ideasIf you want the media to cover your story or
idea, you must stand out from the crowd; be different. For example, the
media gets press releases every day about the struggling economy, so that
is not hot news. What if you took a contrary viewpoint and explained how
the current economy can be good for finances?

Next, talk about what is timely. Corporate America is on
another layoff binge. You could do a press release on The Five Keys
to Getting Through a Layoff. This press release would be a great
way to give people information on how to manage their finances before,
during and after a layoff.

There are endless sources for getting good story ideas.
The next time you shop for groceries or visit a bookstore, browse the
magazine racks and scan the headlines and cover stories. Ideas will leap
out at you. Then invest some time strategizing how to get the medias
attention so they position you as the expert. If you dont feel confident
enough on your own, hiring a public relations professional is money well
invested.

Let your voice be heardMost people have an unfounded notion that they
dont have a chance in the world of getting on a television or radio
talk show. Think again because there are professionals just like you who
appear on these shows again and again.

How do they do it? Time constraints often force producers
and assignment editors to go with the interview candidate they can schedule
the fastest. This is usually the person who has sent them press releases
and presented them with good story ideas. These people who are happily
drafting press releases actively seek out interviews by creating top-of-mind
awareness that makes it easy for the media to find them.

The payoff Successful media relations will generate a collection
of newspaper and magazine clippings and radio and television transcripts
that you can leverage into a powerful marketing tool. Show a prospect
some samples. Frame some of the most significant stories and hang them
in your office. Photocopy these clips and send them as a direct-mail piece
to your clients. Include them in your brochures.

Nothing to fearOne of the most important lessons in media relations
is to not let the word media scare you off. Overcome any fear or doubts
about the press, and you will be amazed at the wonderful things media
relations can do for your practice over time.

Martin R. Baird is an author and president of Advisor
Marketing, a Phoenix-based firm that helps financial advisors improve
their marketing methods and increase revenues. Contact him at 480-991-6421
or visitwww.advisormarketing.com.